Breastfeeding mannequins appear in stores overnight

Well, hello there ... nursing mannequins in malls to help mums feel confident.

Clever campaign designed to make mothers comfortable

Breastfeeding mannequins have appeared in shopping malls throughout Columbia in a bid to make nursing mothers feel more comfortable.

In Columbia, breastfeeding is a highly controversial topic with many (women included) feeling that breastfeeding should be done in private, preferably in your own home. But as any breastfeeding mother knows, that's not as easy as it may sound. Not if you ever want to leave the house that is.

After realising this, global healthcare company Abbott kicked off a campaign to persuade shopping malls to place breastfeeeding mannequins in store windows. The idea behind the concept was that those who visit the mall would see the mannequins and come to reconsider their attitudes towards nursing mothers, particularly those who do so in public.

Abbott joined forces with a creative ad agency which came up with the idea of installing the mannequins in public places. And, plenty of well-known retailers agreed to switch at least one store-front mannequin with one of the special breastfeeding models and also display posters declaring that intolerance towards breastfeeding would not be tolerated.

More than 100 stores agreed to get involved and the campaign took off. Within the first two weeks of the campaign launching, 10 shopping malls reconsidered their policies towards breastfeeding in stores and even began promoting their space as being a safe place for mothers letting them know that they could nurse their babies without fear of criticism or harassment.

The movement has the support of celebrities and also well-known brands including Michael Kors and Crate and Barrell. The campaign continues to grow with support across Colombia and internationally as well. Here's hoping that leads to nursing mothers being more accepted everywhere including Australia, where we continue to hear about breastfeeding mothers being shamed by store staff and even complete strangers.

Breastfeeding can be difficult and trying for new mothers. What they need is support - not criticism. Bring on the mannequins.